The Pest Control Co / Search-led rebuild
Ranked on page one. Clicked nineteen times.
The Pest Control Co is a Derbyshire pest control firm. Genius Digital Labs audited twelve months of Search Console data, rebuilt its WordPress site as 89 statically generated pages and added structured content for search and AI assistants. Before the rebuild, 14,773 impressions across 724 queries had produced 19 clicks.
01 The audit
Start with the Search Console export, not a moodboard.
An invisible site, ranking beautifully.
The Pest Control Co has three decades of work behind it, British Pest Control Association membership and a strong reputation. Its WordPress site was appearing in Google 14,773 times a year, but only 19 searchers clicked.
This was not a ranking problem. Five queries accounted for 11,572 impressions, more than three quarters of the site's annual visibility, and produced no clicks. Four were the same commercial pest control query with a different city.
There was no dedicated page for any of them. Google ranked the homepage or a generic locations page, but the result did not tell a searcher that it answered the city named in the query.
- Leicester pos 6.8
- Leeds pos 6.0
- Coventry pos 7.0
- Nottingham pos 8.6
- Oxford pos 9.1
- Milton Keynes pos 12.0
Google Search Console export, sc-domain:pest-co.co.uk, 12 months. Measured 2026-07-26.
02 The constraint
Find demand the sibling sites do not already serve.
The seam nobody else could use.
The Pest Control Co sits inside a family of pest control brands, which made the obvious fix dangerous. Generating hundreds of near-identical location pages across sibling domains would have created a doorway network.
The network audit found a gap. The largest brand separated pest pages from county-level location sites, with no location-by-pest combinations. Search data showed 220 such queries, concentrated on Derby, Nottingham, Leicester and Burton.
A whitelist now contains only combinations backed by demand. Unapproved combinations return a 404, and each approved page draws on real local material rather than swapping a town name into repeated copy.
Own the commercial city queries outright, then take the location-by-pest seam nobody in the network had touched.
03 The build
Every route exists because the export justified it.
Eighty-nine pages, every one earned.
Genius Digital Labs replaced the WordPress site with a ground-up Next.js 16 and React 19 build. The whole site is statically generated and prerendered at build time.
The estate includes seven commercial city pages, 24 approved location-by-pest pages, 19 pest services and 18 location hubs. The brand application uses a navy and azure palette sampled from the company's own logo.
- Commercial city pages with titles aligned to demonstrated demand
- Location-by-pest routes whitelisted in code
- Pest service pages with signs, risks, treatment methods and FAQs
- Location hubs with local context and postcode coverage
04 The AI layer
State facts plainly, structure them and make them checkable.
Answering the machine that answers the customer.
Relevant pages carry LocalBusiness, Service, FAQPage and BreadcrumbList structured data. An llms.txt file states company facts in a form an assistant can lift directly.
A ranked buyer's guide names the ownership relationship above the fold, repeats it in the FAQs, declares the parent organisation in schema and includes a company number for verification.
The work also corrected roughly forty uses of "BPCA-certified". Companies hold BPCA membership, while individual technicians hold qualifications. The correction covers titles, meta descriptions, body copy, the content engine and structured data.
05 Status
July 2026.
Shipped, with attribution still to come.
The 89-page rebuild is live. Seven commercial city pages and 24 location-by-pest pages are in production, alongside structured data, llms.txt and live review aggregation.
The ranked buyer's guide and corrected accreditation wording are built and merged for the next production release. Redirects from the old WordPress URLs, Search Console resubmission and attribution tracking come next.
The source publishes delivery facts before attribution data lands. It does not claim a traffic or revenue result that has not yet been measured.
The numbers.
- 14,773
- Search impressions
- 19
- Search clicks
- 11,572
- Page-one visibility with no clicks
- 89
- Pages rebuilt
- 7
- Commercial city pages
- 24
- Location-by-pest pages
- 4.9
- Live review score
Across 724 queries in twelve months
Across the same twelve-month export · 0.13% click-through rate
Five commercial city queries
Statically generated at build time
Demand identified in Search Console
Demand-backed combinations whitelisted in code
Aggregated across Google and Trustpilot · from 1,173 reviews
The rebuild is live. The AI-answer layer is built and merged for the next production release.
“We only built pages the search data could justify. Eighty-nine of them, and every one has a reason to exist.”
The source case study discloses an ownership connection between The Pest Control Co and the wider group.